Anne D’Innocenzio, Associated Press
Published 5:59 p.m. ET Oct. 8, 2019 | Updated 6:06 p.m. ET Oct. 8, 2019

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NEW YORK — The parent company of Toys R Us is turning to a key rival to restart its e-commerce business ahead of the holiday shopping season.

Tru Kids Brands is teaming up with discounter Target Corp. to relaunch Toysrus.com, according to a joint release.

The site, which launched Tuesday, features product reviews and videos and directs browsers to a buy button at Target.com to complete the purchase.

Both Target and Tru Kids declined to share details of the financial terms. But while analysts say the move is a big win for Target’s toy business, they question why Toys R Us’ parent company would decide to outsource e-commerce to a third party.

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